Marketing Architectural services

Four basic levels involved in

communication
a. RECOGNITION OF THE NEED.
If the client who wants a custom
house first call in a builder. It is
obvious that architects have
incomplete communication.
b. CLASS IDENTIFICATION
When the local school board or
highway department sends out
invitation
for
professional
service proposals, who will be
on the list? Professionals must
be sure their firm is counted in
when all the firms. They
consider equal are invited to
submit proposals.
c. COMPETITIVE PREFERENCE
A critical challenge to the
professionals
communication
program at these stages is how
an individual firm can have an
identity
different
from
or
superior to its competitors.
d. SELECTION
How one professional firm win a
commission over its closest
competitors
is
an
equally
complex
and
sometimes
capricious process. It involves
information,
personality,
strategy and some luck, all of
which
are
elements
of
communication. The name of
the game is salesmanship.
ETHICAL
VS
PROFESSIONASALES
-DEALS WITH HOW YOU SELL
MARKETING- DEALS WITH WHAT
YOU SELL
THE
BUSINESS
PROCESS

DEVELOPMENT

1.MARKET RESEARCH
2. LIST BUILDING
3. BIRD- DOGGING
4. STRATEGY RESEARCH
5. COURTING
6. PAPERWORK
7. INTERVIEWS
8. CLOSING
DISCUSSIONS
1. MARKET RESEARCH-DETERMNES
WHAT KIND OF WORK YOU WANT TO
DO AND WHERE TO GET IT.
TWO SIMPLE OBJECTIVES
1. Determining what kind of work
you want to do
2. Learning how to find those who
sponsor this work.
According to professor Theodore Levitt
of Harvard Business School. There are
four phases in life expectancy of
products or services in the market
place and knowledge of their cycle can
be critically important to the timing of
marketing strategy.
A. Market development
-The phase when a new
service is first brought to or
required by the market but
before
there
is
proven
demand.
-Volume is low and creeps
ahead very slowly.
-There is generally very little
competition.
-An example is when the first
condominium
was
introduced to the Philippines.
B. Market growth

-The take-off stage when

demand begins to accelerate
and the size of the total
market expands rapidly.
-Example. Demand of hotels
caused by tourism and world
convention.
In
school
buildings, it was caused by a
baby boom.
-This
is
the
most
advantageous time to be in
a market from a marketing
standpoint. At the same time
there
is
the
sharpest
increase in demand and
the fewest competitors.
C. Market maturity
-Eventually demand begins
to level off as the market
need becomes satisfied and
continuing
volume
is
matched to national growth
or
replacement
requirements.
-At this stage many firms
have
jump
on
the
bandwagon and there more
and more competition for a
static market.
d. Market decline
-Eventually every service fulfils
the demand of losses appeal of
relevance.
-At this stage many firms have
jump on the bandwagon and
there
more
and
more
competition for a static market.
2. LIST BUILDING
-Once a firm has selected the
market it wants to pursue, the
next step is to identify those

who commission professional

services for this work.
-At this stage, the objective is to
prepare a list of likely prospects
to be contracted later in search
of leads.
-The architect can write at
least a hundred companies
by inquiring if they have
proposed projects and need the
services of an architect.
3. BIRD- DOGGING
-finding and pointing
-bird-dogging begins with list wc
contains:
a.
names
of
organizatons, institutions,
or companies
b. Evaluation of the priority
of contact
c. Names and address
- and from these contact the
professional will want to find out
Professional services
Specific project
4. STRATEGY RESEARCH
Who is the prospective
client
What is the program
What is the site
How will the professionals
be selected
What is the timetable
Strategy judgements checklist

what is the real job

What do we know about
the prospect
What do we know about
this project

what is our view of

prospects
objectives
prospects problem
prospects needs

Alternative
approaches
What does the prospect
expect to hear from us
wgat does the prospect
nd to hear from us
what project team will be
involved
how will we present our
approach
what is the message we
want the client to know
about us.